Dailymotion Set To Add Third-Party Data For Ad Sales

By on 10/31/2013 5:39 AM @robertandrews

NEW YORK — Video publisher Dailymotion will soon be signing on with a data management platform (DMP) to help advertisers access its ad inventory through a richer array of data.

And the outfit says mobile viewership has passed 50% in Japan, is 30% globally and 25% in the US, where it is staffing up a mobile R&D center in Palo Alto.

“First-party data is our starting point. We’re starting to weave in third-party data through an announcement we’ll be making shortly about a data management platform,” Dailymotion’s north America MD Roland Hamilton also tells Beet.TV in this video interview.

“Soon, we’re going to be allowing advertisers to access our inventory through our direct sales chain, though sponsorship, but also through the programmatic channel and be able to take advantage of all the rich data we have on first-party and then the third-party data they can layer in on top of that.”

DMPs help advertisers better target by pooling video viewers in to more defined groups.

Hamilton was speaking at the Beet.TV summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion.

Watch the full video to hear more about Dailymotion’s mobile tipping point.

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